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The Data That Turned the World Upside Down

January 29, 2017View for printing

The strength of their modeling was illustrated by how well it could predict a subject's answers.

On the basis of an average of 68 Facebook "likes" by a user, it was possible to predict their skin color (with 95 percent accuracy), their sexual orientation (88 percent accuracy), and their affiliation to the Democratic or Republican party (85 percent).

But it didn't stop there. Intelligence, religious affiliation, as well as alcohol, cigarette and drug use, could all be determined. From the data it was even possible to deduce whether deduce whether someone's parents were divorced.

WRITTEN BY HANNES GRASSEGGER AND MIKAEL KROGERUS

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